Contact sales

There’s growing recognition that effective tools to facilitate better agent training and to smooth out the resolution of customer issues is key. On top of that, both internal and external communications must be optimised to ensure the success of a business, which involves addressing the needs of the two most vital components of any organisation: its employees and its customers. Making sure these communication channels are efficient is instrumental in fostering a productive work environment and in delivering exceptional customer service.

Of course, cost reduction remains a primary factor influencing decision-making in customer experience (CX) strategies. This focus is particularly pronounced given the current economic climate, which demands greater financial prudence. Businesses are under increasing pressure to adopt strategies that not only enhance customer satisfaction but also do so in a cost-effective manner.

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A key point in this discussion is the perception and application of Contact Centre as a Service (CCaaS).

There is a common misconception that CCaaS is exclusively for businesses with a dedicated contact centre. However, this is a limited view. CCaaS should be thought of in terms of ‘Customer Experience’. The term ‘Customer Experience’ broadens the scope, emphasising that every business, regardless of size or sector, interacts with customers and must consider how to improve these interactions.

According to Richard James, Senior Product Manager for UCaaS at Gamma,

“Almost everyone now has a UCaaS and CCaaS story of varying degrees. One size doesn’t fit all. There are some levels of optimisation needed for specific verticals and how they interact with their customers to really improve that all important Customer Experience.”

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Indeed, 73% of customers expect companies to understand their unique needs and anticipate a seamless, personalised experience across multiple communication channels like video, phone, and chat. Traditional on-premises solutions fall short in providing this holistic customer experience (CX), due to a disconnect between unified communications and contact centre platforms. This separation leads to inefficiencies, with customer-facing teams and internal experts operating in silos.

To bridge this gap, businesses are increasingly turning to cloud-based solutions that combine Contact Center as a Service (CCaaS) and Unified Communications as a Service (UCaaS). CCaaS equips companies to manage customer interactions across various channels efficiently, while UCaaS enhances internal communication and collaboration across different locations and devices. The integration of CCaaS and UCaaS aims to deliver a more enriched, consistent customer experience and allows real-time access to customer information, enabling personalised support. Indeed, over 95% of global enterprises acknowledge the importance of tightly integrating Unified Communications as a Service (UCaaS) and Contact Center as a Service (CCaaS) for their organisations.

The goal should be to enhance first contact resolution and customer delight metrics while simultaneously driving cost efficiencies.

This objective is not just about resolving customer queries but also about ensuring a seamless and satisfying customer journey from the first point of contact. Moreover, the emphasis on customer experience encourages businesses to evaluate how their employees communicate with each other. Utilising a unified platform and provider often yields significant improvements in these areas.

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But, there are other considerations to remember, as Richard points out: “Providers must understand and meet country-specific and regional requirements which can vary considerably for businesses. This is why Gamma is uniquely placed in the European market; local expertise throughout each country we provide services for. We understand that your customers and your employees are the lifeblood of your business, and understand the economic realities that businesses are facing today.”

So, in 2024, we’ll continue to see how the evolution of cloud communication is a vital component in modern business strategies, particularly in the realm of customer experience.

Companies must adapt to these technological advancements not only to streamline internal operations but also to elevate the level of service offered to their customers – and to avoid falling foul of country-specific and regional nuances.

By focusing on efficient communication tools, embracing a broader understanding of CCaaS, and striving for cost-effective solutions, we feel that businesses can thrive in the current economic climate and beyond, ensuring a positive experience for both their employees and customers.

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